São Paulo is one of the most visually crowded cities we know. Any poster we put on a wall competes with a hundred others, and with the city itself.
Test at street distance
Every campaign we make is printed and taped to a wall outside the studio before it is approved. We look at it from across the street, from a moving bus and in the rain. Most refinements happen there, not on screen.
Contrast beats decoration
In a loud environment, the strongest tool is contrast: of scale, of colour and of density. A single huge word on an empty field often does more than a detailed illustration.
- One message per poster
- Type large enough to read at ten metres
- Colours tested in daylight and under sodium lamps
None of this is new. It is simply easy to forget when you design on a laptop in a quiet room.